A study conducted by Microsoft Corporation® in 2015 found that our digital lifestyle has made it difficult for people to stay focused. Over the past 15 years, the human attention span has shortened from 12 seconds to eight seconds. So it’s no wonder that it has become increasingly harder for business’ to reach their target audiences organically. That’s why advertising on social networks has become increasingly so important.
Facebook advertising is still an easy and affordable way to advertise your business, yet with the constant changes and updates, it is often overwhelming for those who are not watching it every day. So here are five easy steps to take before you start a Facebook Advertising campaign.
- Know your audience: Before you advertise on any channel, you should have a good understanding of your target audiences. If you don’t have any prior research to work off of, think about your ideal customer. What are their likes, dislikes, challenges and needs? Do they live locally or nationally? Are they younger, older, male or female? Using this information to create campaigns will help you maximize your return.
- Choose your advertising objective: Facebook has a variety of objectives you can use while advertising. Think about the action that you want your audience to take. Is it sending people to your company website, promoting your company’s Facebook page, or claiming an offer? Your ads will automatically show to the people who are most likely to take the action you need to achieve your objective. Other objectives include:
- Increase conversion on your website
- Get installs of your app
- Increase engagement in your app
- Reach people near your business
- Get video views
- Choose your topic/focus: Now that you understand your audience and the action you’d like for them to take, you need to decide the topic or focus of your ad. Consider your audience and decide what would be interesting to them. What valuable information could you share? Do you feature a photo of employees to build trust or are you launching a new product or service? Knowing this information will help you move forward in the ad creation process.
- Choose your images: You’ve gotten this far, now its time to decide on the graphics, photos or videos you will use in your ad. Facebook allows for video or up to seven images to appear in the newsfeed ads.
- Facebook offers creative tools with inspirations, creative tips and story packs: facebook.com/business/a/creative-tools
- Use the Grid Tool: Ads that have more than 20 percent of text in their image won’t be approved to run on Facebook or Instagram. Too much text can look like spam and make people think that your ad is low quality. Make sure to use the headline and body of your ad to tell people more about why you’re advertising and what you want them to do. Learn more about Facebook’s Advertising Guidelines: facebook.com/policies/ads
- Size your image/graphic appropriately: Depending on the ad objective or type of creative (photo or video) you use, you’ll need to make sure they are the right size. Visit facebook.com/business/ads-guide for detailed information on this.
- Determine your budget: This can get confusing since you can choose a daily budget or a lifetime budget, as well as pay based on cost per click, cost per impression, cost per action or cost per like. The audiences you choose to target (a broad audience vs. an audience with very specific interests, behaviors and demographics) may also affect how much money you have to spend to reach your goals and objectives. This is why testing is highly recommended. Start off with a few low cost campaigns to determine your average cost. The same goes for audiences. For example, if you have a B2B or B2C audience, you’ll want to set up separate ads with varying budgets.
Once you’ve gone through these 5 easy steps, you’ll be ready and much more comfortable setting up your Facebook Ads!